III 目录 第1章 绪 论 ........................... 1 1.1 研究背景及意义 ................. 1 1.1.1 研究背景 .................. 1 1.1.2 研究意义 .................. 4 1.2 国内外研究现状 ................. 5 1.2.1 跨境电商发展现状的研究 .... 5 1.2.2 跨境电商市场现状的研究 .... 5 1.2.3 跨境电商消费现状的研究 .... 5 1.2.4 跨境电商网络推广平台现状的研究 ........................... 7 1.2.5 跨境电商物流现状的研究 .... 7 1.2.6 文献评述 .................. 8 1.3 研究的主要内容和方法 ........... 8 1.3.1 研究内容 .................. 8 1.3.2 研究方法 .................. 9 第2章 相关概念界定及理论基础 ......... 10 2.1 相关概念界定 .................. 10 2.1.1 跨境电商 ................. 10 2.1.2 网络营销和网络推广 ....... 11 2.1.3 销售漏斗 ................. 12 2.2 相关理论基础 .................. 12 2.2.1 消费者行为模式 ........... 12 2.2.2 销售漏斗原理 ............. 13 2.2.3 需求层次理论 ............. 15 第3章 麦驰公司跨境电商的网络推广现状分析 ............................ 18 3.1 意识阶段的网络推广现状分析 .... 18 3.1.1 意识阶段的网络推广流程 ... 18 3.1.2 意识阶段的推广策略 ....... 19 3.2 兴趣阶段的网络推广现状分析 .... 21 3.2.1 兴趣阶段的流程分析 ....... 21 3.2.2 兴趣阶段的推广策略 ....... 21 3.3 评估阶段的网络推广现状分析 .... 23 3.3.1 评估阶段的流程分析 ....... 23 目录 IV 3.3.2 评估阶段的推广策略 ....... 23 3.4 支付阶段的网络推广现状分析 .... 24 3.4.1 支付阶段的流程分析 ....... 24 3.4.2 支付阶段的推广策略 ....... 25 3.5 本章小结 ...................... 25 第4章 麦驰公司跨境电商的网络推广效果及问题分析 ...................... 26 4.1 意识阶段的推广效果及问题分析 .. 26 4.1.1 意识阶段的推广效果 ....... 26 4.1.2 意识阶段的推广问题分析 ... 28 4.2 兴趣阶段的推广效果及问题分析 .. 30 4.2.1 兴趣阶段的推广效果 ....... 30 4.2.2 兴趣阶段的推广问题分析 ... 32 4.3 评估阶段的推广效果及问题分析 .. 33 4.3.1 评估阶段的推广效果 ....... 33 4.3.2 评估阶段的推广问题分析 ... 36 4.4 支付阶段的推广效果及问题分析 .. 37 4.4.1 支付阶段的推广效果 ....... 37 4.4.2 支付阶段的推广问题分析 ... 39 4.5 本章小结 ...................... 40 第5章 麦驰公司跨境电商网络推广的对策建议 ............................ 41 5.1 意识阶段的对策建议 ............ 41 5.1.1 引流对策 ................. 41 5.1.2 培训对策 ................. 42 5.1.3 调研对策 ................. 43 5.2 兴趣阶段的对策建议 ............ 44 5.2.1 产品对策 ................. 44 5.2.2 广告对策 ................. 45 5.3 评估阶段的对策建议 ............ 45 5.3.1 挖痛对策 ................. 46 5.3.2 着陆页对策 ............... 46 5.4 支付阶段的对策建议 ............ 47 5.4.1 价格对策 ................. 47 5.4.2 物流对策 ................. 48 5.4.3 支付对策 ................. 50 5.5 本章小结 ...................... 51 目录 V 第6章 结论与展望 ..................... 52 6.1 研究结论 ...................... 52 6.2 不足与展望 .................... 53 参 考 文 献 ............................ 54 附录1 麦驰公司员工访谈记录表 .......... 57 附录2 麦驰公司员工访谈报告 ............ 58 个人简历 攻读学位期间发表的学术论文 .... 63 致 谢 ... 64 Contents VI Contents 1 Introduction ............ 1 1.1 Research background and significance ....................... 1 1.1.1 Research background ........ 1 1.1.2 Research meaning .............. 4 1.2 Research status at home and abroad ............................ 5 1.2.1 Research on the development of cross-border E-commerce ........... 5 1.2.2 Research on the current situation of cross-border e-commerce market .......................... 5 1.2.3 Research on the current consumption situation of cross-border E-commerce ............... 5 1.2.4 Research on the current situation of cross-border e-commerce network promotion platform ........................ 7 1.2.5 Research on the current situation of cross-border e-commerce logistics ....................... 7 1.2.6 literature review ................. 8 1.3 Main contents and methods of research ...................... 8 1.3.1 Research contents .............. 8 1.3.2 Research method ............... 9 2 Definition of related concepts and theoretical basis ........ 10 2.1 Definition of relevant concepts .. 10 2.1.1 Cross-border electricity supplier .................... 10 2.1.2 Network marketing and network promotion .. 11 2.1.3 Meaning of sales funnel .. 12 2.2 Relevant theoretical basis ........... 12 2.2.1 Consumer behavior model .............................. 12 2.2.2 Sales funnel principle ...... 13 2.2.3 Theory of demand hierarchy .......................... 15 3 Survey and analysis of the current situation of the cross-border e-commerce network promotion of Macchi company ......... 18 3.1 Analysis of the current situation of network promotion in the stage of consciousness ........... 18 3.1.1 Network promotion process in consciousness stage ...................... 18 3.1.2 Network promotion process in consciousness stage ...................... 19 3.2 Analysis of the current situation of network promotion in the stage of interest ...................... 21 3.2.1 Process analysis of interest stage .................... 21 3.2.2 Analysis of the current situation of network promotion in the stage of consciousness 21 3.3 Analysis of the current situation of network promotion in the evaluation stage ..................... 23 3.3.1 Process analysis in evaluation stage ............... 23 3.3.2 Promotion strategy in evaluation stage ........... 23 3.4 Analysis of the current situation of network promotion in payment stage .............................. 24 3.4.1 Process analysis of payment stage .................. 24 3.4.2 Promotion strategy in payment stage ............. 25 3.5 Summary of this chapter............. 25 4 Analysis of the network promotion effect and problems of the cross-border e-commerce of Macchi company ...................... 26 4.1 Analysis of the promotion effect and problems in the stage of consciousness ........................ 26 4.1.1 Analysis of the promotion effect and problems in the stage of consciousness ............. 26 Contents VII 4.1.2 Analysis on the promotion of consciousness stage ....................... 28 4.2 Analysis on the effect and problems of interest stage .............................. 30 4.2.1 Promotion effect of interest stage ................... 30 4.2.2 An analysis of the extension of interest stage . 32 4.3 Analysis of promotion effect and problems in evaluation stage ............... 33 4.3.1 Promotion effect in evaluation stage .............. 33 4.3.2 Analysis on the extension of evaluation stage 36 4.4 Analysis of promotion effect and problems in payment stage ................. 37 4.4.1 Promotion effect in payment stage ................. 37 4.4.2 Analysis on the promotion of payment stage . 39 4.5 Summary of this chapter............. 40 5 Suggestions on the promotion of Macchi company ......... 41 5.1 Countermeasures and suggestions in the stage of consciousness ............. 41 5.1.1 Drainage strategy ............. 41 5.1.2 Training Countermeasures .............................. 42 5.1.3 Research strategy ............. 43 5.2 Suggestions on the stage of interest........................... 44 5.2.1 Product strategy ............... 44 5.2.2 Advertising strategy ........ 45 5.3 Countermeasures and suggestions in the evaluation stage ....................... 45 5.3.1 Pain relief strategy ........... 46 5.3.2 Landing page Countermeasures ..................... 46 5.4 Suggestions on the payment stage ............................. 47 5.4.1 Price Countermeasures .... 47 5.4.2 Logistics strategy ............. 48 5.4.3 Payment strategy ............. 50 5.5 Summary of this chapter............. 51 6 Conclusion ............. 52 6.1 Research conclusion ................... 52 6.2 Deficiency and Prospect ............. 53 Reference ..................... 54 Appendix 1 Interview record of employees of Macchi company ........................ 57 Appendix 2 Interview results of employees of Macchi company ........................ 58 Curriculum vitae ........ 63 Thanks ......................... 64 第1章